The Effects Of Brand Alliance On Brand Equity

With the increasingly fierce competition in markets, the brand has become an important asset for many enterprises and many of them are actively seeking for opportunities to corporate with other bands of other enterprises. Therefore, the research on brand alliance is one of the hottest tissues which enjoy greatest attention in the field of marketing. Factors of consumer evaluation on co-brand product are the key to success of brand strategies for enterprises. Furthermore, the field of brand alliance is a new direction for academic research in recent years.Based on the literature study on brand alliance, this paper selects mobile phone as the research object and refers to S&R model. Furthermore, in this paper, brand equity is added into the model as a regulation variable. Thus, the concept model on brand alliance is built up. In this concept model, it tests the effect of previous attitude of brand, band fit and product fit on consumer evaluation of brand alliance strategy, and how consumer evaluation has an effect on brand equity.In this paper, 7 hypotheses are brought forward. By designing questionnaires, determining the survey object and sample methods, 240 questionnaires are sent out and 226 questionnaires are received. Then, by brand familiarity selection of received questionnaires, 202 questionnaires are obtained. Finally, by using the statistical software SPSS14.0, it analyzes the data, and tests hypothesis proposed by the study. The main conclusions are showed as follows:(1)The previous attitude of brand, brand fit and product fit can positively affect the consumer evaluation of brand alliance. Previous attitude of band has a stronger effect on consumer evaluation.(2)Brand equity is consisted of brand value, brand personality and organization image. Consumer evaluation can positively affect the brand equity after brand extension. The effect on brand value is the most, while on brand personality is the least.